Five elements of your brand identity

• Brand promise. What customers get when they buy from you, and the feelings they experience when they use your offerings. Every interaction must reflect your brand promise.
• Brand position. Your brand’s unique value, and what sets you apart from the competition. Questions to answer: What does your organization do, why, and for who?
• Brand personality. Like a person, consumers judge your brand by its unique characteristics and traits.
• Brand story. Illustrates your history as a business, which defines you. Inviting customers into your confidence helps build relationships. It also highlights your products and services.
• Brand associations. Brand associations are the tangible bits and pieces that make up your brand image. Your logo, colors and fonts, taglines, and design should all support your brand promise and position—and work together as one cohesive whole.